Students Reading Comprehension Through Scanning Technique

This article reviews how scanning technique contributes to reading comprehension. Reading comprehension is defined as the process by which a person derives meaning from print. Scanning is a device used to locate details. Scanning means glancing rapidly through the text either to search for a specific piece of information The differences of students reading comprehension after treatment are influenced by treatment given to them. It was proven by the result of previous research statistical data analysis which indicated to the students’ progress. Teaching reading by using scanning technique can increase students’ reading achievement.

How Brands are Placed in Movies? a Study of Sub-Continent Movies

Purpose: The aim of the research is to scrutinize the employed modes and strategies of brand placement in top rated and most liked Indo-Pak movies (Internet Movies Database rating equal or more than 7.5/10) of last five years (2013-2017). Design/Methodology/approach: Since the purpose of this research is to extract modes and strategies of brand placement in Lollywood and Bollywood movies, therefore data has been collected through observation and later examined by Content analysis technique. Findings: The paper highlights the employed modes and their proportion as well as categories of sponsor brands and their proportion in the movies. The paper also presents the involvement ratio of principal and supportive characters during the practice of brand placement. Research Limitations/implications: While the outcomes of this paper confirms the practice of brand placement in Subcontinent movies, it is recommended that the impact of different modes and strategies of brand placement on brand recall, brand image, buying behavior and etc, should be measured. Practical Implications:On theoretical front, the study will add to the understanding of academia that how many different ways, a brand can be placed in movie. While on the practical end, both movies makers and brand sponsors operating in Sub continent will get guideline for the future projects. Originality/value: In the context of Subcontinent especially Pakistan, brand placement has been proactively practiced in movies but study on this unorthodox tool has not been done with that pace. Current study is considered as pioneer study which considers films of both neighbor countries and utilizes uncontroversial data collection tool (which was not used before).